The Age of Discovery | Adweek The Age of Discovery | Adweek
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The Age of Discovery

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Despite the grim economic outlook, online marketing growth is expected to expand in 2009. In light of this, as you plan your online marketing strategies for this year, maximize your Web presence by spending some time thinking like a consumer typing away on his or her computer at work or home.

For instance, to complement your branded Web address, you might consider registering a series of descriptive domain names to drive more traffic to your main site and, ultimately, acquire new customers.

Let's look at descriptive domain names such as Vodka.com and Seniors.com and how they can draw new customers to your site. Descriptive, almost search-oriented domains like these have not traditionally been purchased by established companies because they didn't see much benefit in going beyond company or brand names. However, in recent years  this has changed as companies have interwoven creative online campaigns and have used important keywords to drive traffic online. Vodka.com, for example, was purchased in 2006 and is now being used for a teaser campaign by Russia's largest vodka company.

There are a number of good reasons for tapping into direct navigation traffic by obtaining the descriptive domain names of the product or service sold and redirecting the traffic directly to your main Web site. For one, using a key word in the domain name can help you drive traffic through direct navigation.

A good example of this again would be with Vodka.com. A Web surfer interested in vodka may bypass a search engine and use direct navigation by typing the Web address www.vodka.com directly into a browser. This vodka company now has the direct attention of an interested vodka buyer on its Web site. You may also be familiar with high-profile examples, including Calvin Klein (www.underwear.com), H&R Block (www.taxcut.com) and Johnson & Johnson (www.baby.com).

Because marketing campaigns are scrutinized for results these days, the independent, descriptive site allows for easy tracking of traffic resulting explicitly from the marketing campaign. This growing interest in acquiring additional domain names has also been encouraged by newer and easier methods of attaining them.

In the past, the process of obtaining a premium domain name would often deter companies from achieving their branding goals, as companies were left to haggle for a fair price and execute risky transactions with private parties typically located in offshore destinations. Now, with the support of domain marketplaces, organizations can find and obtain the name they desire-even if the name is already owned. In addition, domain marketplaces can support the negotiation of a fair price and can provide secure escrow services for the safe transfer of domain ownership.

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